2. ABOUT IWOM WATCH 什么是网络口碑网论观察: CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。 作为专业的社会化媒体及网络口碑分析咨询公司, CIC热衷关注网络上的热点事件,并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新,能为品牌,代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。 本册网络口碑网论观察合集,精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章,其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘),为您展示过去4年中网络口碑网论观察的精彩内容。 What is IWOM watch: A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month. As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients. For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time. 本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息,凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察中任何内容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。
11. P11 New Trend: Here it comes the video review era
12. P15 What your consumers can give you could be stunning
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14. 6 “晒” “秀”网络文化对品牌营销的启示 “Shai” culture influences “employer brand” “晒”文化对于品牌的直接影响 从网民们晒的图片我们就可以知道他们在中秋节从公司得到了什么福利。 网络口碑摘录: 我们是单位组织到果园自己摘了一袋葡萄一袋梨,质量实在不敢恭维,价值30元左右。我们就是号称最赚钱的中国石油 (link) / Our company organized us to pick up grape and pear in the orchard, which totally cost 30 RMB. I worked at China Petroleum & Chemical Corp, which was so called the richest company. 我们发了三鹿奶粉5筒 (link) / We got 5 pails of SANLU Milk Powder. ay 21 st 食品 现金 May 21 st May 21 st 概要 中秋节后,许多网民开始在网上讨论并晒他们从公司收到的福利,其中包括食物(月饼)和消费卡这两种通用礼品。 这种关于节日礼品的讨论和比较引发了网民关于工作以及公司的讨论。那些没有拿到或拿到很少礼品的网民开始抱怨他们的公司。并羡慕那些获得丰厚节日礼品的网民。 | 来源:2008年9月刊
15. 7 “晒” “秀”网络文化对品牌营销的启示 “Shai” culture influences “employer brand” “晒”文化对于品牌的直接影响 Netizen B ay 21 st Netizen C Netizen A Brand / Company May 21 st “Shai” Culture & IWOM Netizen D Talent Recruitment May 21 st Attractiveness May 21 st CIC View Chinese netizens like to “shai” not only product they buy but gifts they receive. As gift giving is a traditional practice on Mid-Autumn Festival, employees come to expect a gift from his/her employer. The Internet provides a platform for netizens to show off, compare and discuss gifts with one another. Those who receive small gifts or no gifts at all with transfer that information to other netizens. This in turn can negatively impact a company’s “employer brand” as future hires may be exposed to these messages. When building a strong “employer brand” its important to be aware of these key channels for online discussion as they could impact a brand image among a target group of future hires. | Source: September, 2008
16. 8 “晒” “秀”网络文化对品牌营销的启示 “Shai” culture influences “employer brand” “晒”文化对于品牌的直接影响 网民B ay 21 st 网民C 网民A 品牌 /公司 May 21 st 晒文化&网络口碑 网民D 人才招聘 May 21 st 吸引 May 21 st CIC 观点 中国网民不仅喜欢晒他们所买的东西,也喜欢晒他们收到的礼品。因为企业发放福利是中秋节的一项传统,因此很多员工期待能从他们的雇主那里收到一些礼品。互联网正好提供了一个很好的平台给这些人展示,比较和讨论。那些没有得到福利或者福利很少的网友将情况传达给其他网民,相关企业的形象必然受到一定的负面影响。 通过在线讨论的渠道建立一个强有力的企业形象是十分重要的,这是因为它能在目标雇员的心中形成一定的品牌形象。 | 来源:2008年9月刊
17. 9 “晒” “秀”网络文化对品牌营销的启示 Buy it and show it - DV contest on Tudou 我买我秀DV大赛 ay 21 st PV:61,007 Replies: 630 PV:10,344 Replies: 52 Top 2 Submissions May 21 st IWOM quotes: 你太有才了,谢谢拉,对女人来说太有用了. You are so talented~ It is very useful to women. 能学点东东哦,顶 I can learn something from that. Support! By the end of Jan.15, 2008 IWOM quotes: 大叔,我来顶了!拍得不错,果然专业 Support! Good making, very professional. 下次有机会找我来演啊!哈 I’d like to perform if possible next time. May 21 st May 21 st Summary CNTVS is a new B2C website which utilizes its own professional video introductions of products to promote sales. As a supplement, CNTVS has launched the “Buy it and show it” DV contest on Tudou these days, inspiring netizens to upload videos regarding certain products including such digital hardware, electronics, and cosmetic. The requirement of the video content includes product introduction, product instruction and user experience. The top winner can sign a contract with CNTVS to be a special product consultant. CIC View The high page views shows the high popularity of this campaign and the netizen quotes indicate such kind of video content is welcomed since they can be visually introduced and educated about how to use products more appropriately. Besides utilizing certain open source campaign to collect consumers’ submissions, brands can also made the video themselves and then put on official website, related forums, and video sites. | Source: January, 2008
18. 10 “晒” “秀”网络文化对品牌营销的启示 Buy it and show it - DV contest on Tudou 我买我秀DV大赛 ay 21 st 浏览量:61,007 回复: 630 浏览量:10,344 回复: 52 最火热的前2名点评 May 21 st 网络口碑摘录: 你太有才了,谢谢拉,对女人来说太有用了. You are so talented~ It is very useful to women. 能学点东东哦,顶 I can learn something from that. Support! 网络口碑摘录: 大叔,我来顶了!拍得不错,果然专业 Support! Good making, very professional. 下次有机会找我来演啊!哈 I’d like to perform if possible next time. 截止2008年1月15日 May 21 st May 21 st 概要 七星网是一个新兴的B2C网上视频导购网站,商家推出与产品相关的视频促进销量。作为补充,由七星购物网打造的“我爱我秀 DV 大赛”近期已经在土豆网上线,鼓励网友上传与数字硬件,电子产品以及化妆品相关商品的视频。视频内容应包括产品介绍,产品说明以及用户体验。七星购物设置了丰厚的奖金和礼品,第一名更有机会获得“七星视频特约顾问” CIC 观点 由于可以直观地介绍产品的使用方法,这类视频是非常受欢迎的,通过页面的高浏览量以及网友对视频的回复内容就可以发现。除了利用这种开放性的活动收集消费者意见,品牌也可以自制视频,并将其发布在官网,相关论坛以及视频网站上。 | 来源:2008年1月刊
19. 11 “晒” “秀”网络文化对品牌营销的启示 New Trend: Here it comes the video review era 视频点评新纪元来临 comments Replies: 115 ay 21 st May 21 st May 21 st Sample video comment of certain product May 21 st Summary Compared to text review oriented sites like dianping.com, there emerged a new trend on 92dp.com of product review via video made by netizens themselves. This kind of review is so vivid that netizens can got a clear vision on the product instead of imagining its appearance, instant effect, using tips, etc. Netizens give very warm welcome to these video reviews, especially if the demonstrator in the video is attractive. | Source: November, 2009
20. 12 “晒” “秀”网络文化对品牌营销的启示 New Trend: Here it comes the video review era 视频点评新纪元来临 网友评论 回复数量: 115 ay 21 st May 21 st May 21 st 某产品的视频点评示例 May 21 st 概要 与大众点评网类似的文字点评网站不同,在就爱点评网 (2dp.com) 出现了一种网民通过视频进行点评的新的趋势,这种点评不像文字那么苍白无力,而是栩栩如生的,网友可以通过视频得到关于产品的清晰印象,而不用再以联想的方式获得外貌,即时效果以及使用技巧等等方面的大致轮廓。网民对这种视频点评的模式十分的欢迎,特别是那些极具吸引力的视频。 | 来源:2009年11月刊
21. 13 “晒” “秀”网络文化对品牌营销的启示 New Trend: Here it comes the video review era 视频点评新纪元来临 ay 21 st May 21 st May 21 st IWOM quotes: 讲的很好,很喜欢你的声音哦 (Link) / You give a good introduction, I like your voice 有过程有演示,good! (Link) / There are not only process but also demo, that’s good! 1 The length must be over one minute. 2 The reviewer must appear over ten seconds. 3 … CIC View Since the examining standards set on 92dp.com is very strict, the quality of the video comments are ensured, and more comprehensive information of the product was given to other netizens, through both the visual and aural aspects in an impactive way. It might be a new trend in social media community that video review would be more and more popular, and brand may engaged this trend into their online campaigns, to get more valued feedback of multiple angles from netizens, and to enhance brand exposure/reputation at the same time as well. | Source: November, 2009
22. 14 “晒” “秀”网络文化对品牌营销的启示 New Trend: Here it comes the video review era 视频点评新纪元来临 ay 21 st May 21 st May 21 st 网络口碑摘录: 讲的很好,很喜欢你的声音哦 (Link) / You give a good introduction, I like your voice 有过程有演示,good! (Link) / There are not only process but also demo, that’s good! 1 视频时长必须大于1分钟 2 产品点评者必须在视频中出镜达到10秒以上 3 … May 21 st CIC观点 因为就爱点评网的视频审查标准非常的严格,因此视频的内容是相当有保证的,更多的产品信息通过听觉和视觉这两个有影响力的方式传达给观众。 视频点评越来越受欢迎也许将会成为社会化媒体社区的一种新的趋势。品牌为了从网民那里获得更多有价值的全方位回馈,可以将在线活动与这种新趋势相结合,同时提升品牌的曝光度与知名度。 | 来源:2009年11月刊
23. 15 “晒” “秀”网络文化对品牌营销的启示 What your consumers can give you could be stunning 消费者能带给你意想不到的惊喜 ay 21 st Summary Before officially promoting its new digital camera, Nikon sent out its new D80 camera to a small group of Flickr photo-sharing service users, and asked them to try the camera. Then Nikon got submissions from these early users of the camera and selected the best photos into a 3-page insert in one recent issue of Business Week. (10/4 cover date.) The Nikon site can be found at here. May 21 st May 21 st May 21 st CIC View Though the pre-launching experiment was conducted in a small scale, but as Nikon wrote under the photo, the result was stunning. One interesting point is, the role of Nikon’s agency is only to organize the submission and picks the winners. The customers are the main source of creation. Another significant position was occupied by Flickr which has a great base of photo sharing users. The famous web service helped Nikon identify the potential testers. As the online content getting more and more categorized, it would be much easier for companies to find their possible customers and content with them. So, are you ready to start the co-creation? | Source: October, 2006
24. 16 “晒” “秀”网络文化对品牌营销的启示 Tshow — showing the commercial value behind “shai” or “show-off” net culture 特秀网-- ”秀” 网络文化背后的商业价值 ay 21 st IWOMquotes: 我是一个对设计很外行的人,不过来到Tshows网站,也有一种设计的冲动和欲望,觉得设计这个以前对平常人高不可攀的职业,随着科技发展,越来越草根化、平民化。 I am not good at design. But when I go to Tshow, I find I am willing to show my designs. With the development of technology, design is not a unattainable work any more, amateurs can also enjoy it. (link) May 21 st May 21 st May 21 st Summary The recently launched website, Tshow (特秀网), is an open source T-shirt design and online sales platform. Much like the website Threadless in the US, Tshow regularly initiates T-shirt design campaigns to engage design fans and inspire them to show-off their unique work. Other netizens are then able to vote on each T-shirt design, and those with the most votes will be produced and sold both online and offline. Tshow fully leverages the “show off”(秀) net culture by recognizing netizens’ interest in showing off their personal ideas and creative work. Tshow includes the whole production chain of design, producing, marketing and sales involves netizens’ participation at every level. | Source: April, 2008
27. APPENDIX 2006 – 2010Topics of IWOM watch Sep(1st)- Eat McDonalds hamburger and get Taobao coupon Sep(2nd)- From “ShaiKe” to “ShaiHei” Oct(1st)- Will real name system strengthen social network sites? Oct(2nd)- IBM plans to remove the blocks between different virtual worlds Nov(1st)- Netizens love joining in controversial brand related conversation Nov(2nd)- IWOM made OMO change its TVC? Dec (1st)- Ku6 triggered netizens’ buzz through “Paike/拍客” concept Dec (2nd) - Motorola Q8 cooperates with Tuzki 2007 2nd half year review (Jul - Dec) Year 2006 Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson Jul (2nd) - Welcome to the crisis 2.0 era Aug (1st)- Lycra My Hero – new business on eBay Aug (2nd)- Only great brands have online fan base? The Chery Army sounds-off online Sep(1st)- “Gate” incidents frequently appears online in 2006 Sep(2nd)- Most wanted – hunt Accord Girl through video Oct(1st)- What kind of corporate blog fits your company? Oct(2nd)- KFC’s Cyberspace Woes Continue Nov(1st)- Want to engage / cooperate with e-fluencers? Let them stay independent for credibility Nov(2nd)- Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters Dec(1st)- Shanghai VW extends POLO experience into virtual gaming world 2006 2nd half year review (Jul - Dec) Nov(1st)- SNS encourages netizens to write reviews and express opinions Nov(2nd)- The Shan Zhai Spring Festival Gala highly anticipated by netizens 2008 2nd half year review (Jul - Dec) Year 2009 Jan - Spring Festival online markets explode in popularity Feb - Valentine logos on search engines creates buzz online Mar - Education 2.0: New Oriental Promotes Q&A services Apr - April Fools’ Day - A festival for netizens May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ Jun – Social Media Getting Closer to Real Life 2009 1st half year review (Jan - Jun) Jul – When We Live Together Online Aug – The Birth of New Entertainment Ways Sep – We are the Chinese Youth Generation! Oct – The Ever Evolving Internet Nov – Internet amplifies the impact of offline events Dec - “Have you been ‘low-carbon’ today?” 2009 2nf half year review (Jul - Dec) Year 2008 Jan (1st) - ZhuiKe (追客) – Let’s Chase Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction Mar (1st)- Edison Chen Photo Gate incident is not just about celebrities Mar (2nd)- Virtual Gifts: Campaigns and SNS integrate popular Internet trend Apr (1st)- DaRen Activity: A simple but effective marketing approach Apr (2nd)- “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new wave of net culture May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath Jun (1st)- Sina hires sports commentator favored by netizens 20081st half year review (Jan - Jun) Jul (1st) - Netizens criticize the misuse of net language in brands advertisements Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities Aug (1st)- The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning? Sep(1st)- First 90’s kids start college - “We are 90s, we are unique!” Sep(2nd)- SNS applications target engaged consumers Oct(1st)- The Forbidden City virtual game Oct(2nd)- Microsoft releases “Black Screen” in China Year 2007 Jan (1st) - Converge the new and the old – online Video Sharing Service Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City Feb (1st)- Popular local site dominated by young fashionable generation Feb (2nd)- Netizens created their own Spring Festival Gala Mar (1st)- The growing status of multi-media sharing services in 2.0 crisis Mar (2nd)- Dell launches Direct2Dell Chinese Apr (1st)- Rewards are not always embraced by netizens Apr (2nd)- Fast-food giants enjoy online interaction May (1st)- Buick Excelle HRV drives The Truman Show May(2nd)- Time for Q&A DIY Jun (1st)- Meizu platforms - a case about branded destination for fans 2007 1st half year review (Jan - Jun) Jul (1st) - MSN and MySpace have entered a partnership Jul (2nd) - Crisis spreading through expanding IWOM landscape Aug (1st)- “Forum Crushing Groups” – a rising destructive power? Aug (2nd)- KFC nutrition page on Baidu Zhidao Year 2010 Jan - Faster, Faster and Faster Feb - Ahead of crisis Mar – The power of netizens Apr – The Internet can be infinitely creative May – Making sense of “Tuan Gou” Jun – Break out of “69 Jihad” Jul – Have you VANCLIZED
28. 更多了解CIC Know more about IWOM Round table: IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry. Know more about IWOM White paper As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here. If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now. CIC 2010 Syndicated reports CIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail. 了解IWOM圆桌会议: IWOM圆桌会议(包括网络口碑座谈会,网络口碑峰会,网络口碑校园行,网络口碑聚会)是由CIC发起并组织的网络口碑相关行业和客户互动交流的平台,该平台旨在共享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中的遇到的问题与研究的成果,帮助推动网络口碑(IWOM)行业的日臻成熟与完善。 了解IWOM白皮书: 在CIC,我们思考关于网络口碑的一切。CIC知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验,基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法,同时引进先进思想和革命性概念,定期发布高质量的CIC网络口碑白皮书系列,不断向客户以及网络口碑研究与咨询行业分享CIC的网络口碑信息精髓以及开拓性的理念体系,推动在网络口碑领域的发展。 申请IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 (包括CIC白皮书,网络口碑趋势观察,IWOM mark, 行业观察…) CIC 2010年行业报告: CIC发布了2010年新版行业报告,内容涉及目前广受瞩目的行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们的专题页面。
29. ABOUTCIC As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective. Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments. CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more. Website: www.ciccorporate.com www.linkedin.com/companies/359113 t.sina.com.cn/seeisee Blog: www.seeisee.com Founder blog: www.seeisee.com/sam www.douban.com/host/cic @cicdata Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com www.slideshare.net/CIC_China CIC_CN IWOMexplorer: explorer.iwommaster.com www.tudou.com/home/iwomchina